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This is why we Celebrate! - Executive Summary
Celebrations hold great meaning. We celebrate personal accomplishments, birthdays,
marriages, holidays and historical events. As public relations advocates of one of the most
important events in American history, we found no better way than to promote the U.S. Census
2010. We formally invite you to read all about Chapman University’s biggest party of the decade—
Celebrate Census 2010.
We celebrated at three venues: Chapman University and two nearby communities: Santa
Ana College (SAC) and Hispanics residing in the City of Santa Ana. Leading up to each celebration,
we hosted a series of “pre-party” events to educate our key publics before celebrating what they
had learned. We appeared at basketball games, hosted information booths, transformed Chapman’s
campus into a fact-filled party setting with balloons and posters and used social media (Facebook,
YouTube, Twitter and Blogger) as our noisemakers between our team and the public.
At each of our three events, we celebrated through song, music and dance—as vocalist and
team member, Jessica Pauletto, wrote and performed two Census songs, which were both
educational and representative of our campaign. At Chapman, Pauletto and her band sang in the
campus piazza as students were greeted with Census facts, pizza and balloons. The event included
a speech by Dean of Students Jerry Price and the appearance of Chapman’s cheerleading squad and
mascot, Pete the Panther. After the event we took photos of students holding “RSVP” signs—a digital
promise to participate in the Census.
Our Santa Ana College (SAC) celebration took place in the student lounge, which we
decorated with posters and balloons. The event featured speeches by Miss California Latina, Vivian
Valadez; three Census Bureau representatives; Associated Student Government President Alex Flores
and a performance by Pauletto. Students received free pizza, Census memorabilia and collateral, and
promised their participation to the Census 2010.
The celebration in the City of Santa Ana took a slightly different approach, as our team
brought the party to Libería Martinez—the largest seller of Spanish books in the United States. We
invited local children, ages 6-13, and their parents to a live book reading and craft workshop. We
wrote and illustrated a book that told the story of the Census through the eyes of a first grader.
Guests enjoyed pizza, music and a vibrant atmosphere. Parents were provided collateral information
and exchanged opinions about Census participation. To target an older market, we appeared at the
Orange County Transportation Authority (OCTA) transit forum where fact sheets were distributed,
guests were verbally educated and video testimonials featured guests’ newfound knowledge.
When color, laughter and music are paired with learning, it is a rewarding and memorable
exchange that promoted understanding and participation.
The Party Stage! - Situation Analysis
The Census is a decennial event that requires a new, far-reaching public relations campaign. During
its long intermission, residents adapt new living situations, new financial circumstances and new
responsibilities—all which yield different motivations and behaviors when considering whether or
not to complete the next Census form. Our team encountered nomadic living situations, Census
unawareness, language barriers and fear. Our team brought the party to three demographics that
most displayed these characteristics.
Chapman University is a private liberal arts university in Orange, California Chapman’s mis-
sion statement emphasizes the importance of personalized education and becoming global
citizens. Most of the 4,293 undergraduate students are burdened with loans, grants and fi-
nancial aid forms in order to offset the near $36,000 a year tuition. Therefore, the quest was
to inform our student body that their participation directly affects federal financial aid. With
five student residence halls and two apartment complexes, our team had to communicate
how, when and where to fill out a Census form.
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Most importantly, today’s students were between the ages of eight and 12 during the 2000
Census, when it was their parents’ responsibility to include them in the Census. We had to
convey the vital fact that students are accountable for their own Census forms since 20 % of
the 54 students we interviewed believed that the task was up to their parents.
Santa Ana College (SAC) is located in Santa Ana, California, less than five miles from Chapman Univer-
sity. SAC is the largest community college in Orange County, with more than 31,000 students. SAC
presented some similar challenges to those of Chapman; however, the importance of money was
more of an issue. Vice president of Associated Student Government Alex Flores told us that most SAC
students work several jobs and must pay for their own tuition. Unlike Chapman, which has a small
commuter population, SAC is an entirely commuter campus; therefore we defined the roles of each
student in Census participation in regards to each living situation. Approximately 68 % of SAC’s stu-
dents are Latino; therefore, the language barrier required Spanish translations for all collateral.
The City of Santa Ana, California is home to 340,000 people, making it Orange County’s most popu-
lated city. A total of 76.1 % is Latino and 53.3 % is foreign-born. Unlike the students of Chapman
and SAC who have access to computers, our surveys showed that many Latino citizens in the Santa
Ana community do not own computers. When asked where they get their news online, 25 % of our
subjects used traditional news sites and 40 % did not answer the question. Therefore, our team had
to leave the realm of social media and connect with citizens face-to-face.
“Definiteness of
purpose with
Party Planning! - Secondary Research positive mental
attitude is the
Chapman University: We studied approximately 15 online resources, starting point of all
including articles, reports, surveys and studies to develop a stronger worthwhile
understanding of the Chapman student population. The Chapman achievement.”
University Associated Students report that almost half of on-campus - Napoleon Hill
groups are professional, government and service oriented; to involve (American Author,
them in Census activities we needed to empower students to take 1883-1970)
national responsibility for this decennial count. After reading on collegesearch.com that 89%
of first year students live in on-campus housing and that university students are considered
one of the hardest to count populations, we decided reaching out to students on campus,
in between classes and offering free food and Census information in a fun manner would be
most effective. The non-profit organization, “Campus Speech” educated us of the value of
grassroots campaigns for student movements. The site lists chalking, speaking engagements
and active participation in activities as ways to educate students of government issues. And
finally, to decide what channel of communication would be most effective to reach stu-
dents, we turned to social networking usage studies including that of Whittemore School
of Business and Economics; 96% of students are on Facebook; thus the Celebrate Census
Facebook fan page would host all images, links and collateral material for students.
Santa Ana College: We reviewed 18 online sources and blogs to learn of the school's recent
financial struggles. The Collegeboard website reports that of the more than 31,000 stu-
dents, 68% are Latino; this made SAC a great way to connect Chapman University and the
Hispanic population of the City of Santa Ana. Local political activist, Art Pedroza, identified
SAC President Alex Flores as a leader in “building a new Santa Ana”. The opportunities Cen-
sus offers to schools and communities resonated with the mission of Alex and his cabinet,
thus we selected him as a key partnership for reaching out to Santa Ana.
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The Rancho Santiago College District reported that the November 2009 student led financial
protest had a successful turn out so we began to investigate the significance of funding in the minds
of students. StateUniversity.com identifies SAC as a “commuter campus”, which communicated that
our campaign must cater to the needs of the student on the go.
City of Santa Ana: We reviewed 32 online sources to better understand the diverse, complex com
munity of Santa Ana. The Santa Ana Chamber of Commerce states that Santa Ana is not only the
largest city, but “has become the financial and governmental center of Orange County.” At the same
time, staggering statistics such as the 76% Latino community, almost 80% of which do not speak
English and 53% of which are foreign born told us we needed an innovative friendly campaign to
cater to the families that make up Santa Ana. Orange County political blog discusses the fear of
immigrants and participating in Census surveys, more specifically because of recent Santa Ana’s ICE
immigrations raids. Our campaign needed to combat this fear and build a trusting relationship with
residents. When searching for the premier location to host a family friendly event, we read on
BeachCalifornia.com that downtown Santa Ana is home to the largest distributor of Spanish books:
Libreria Martinez. A Chapman University press release identifies owner Rueben Martinez as
“active in politics and a community cultural leader”. Martinez is noted as a “trusted friend” by
Orange County Register’s Yvette Cabrera: the perfect spokesperson for a Census campaign.
Party Planning! - Primary Research “It is vain to talk of
the interest of the
community, without
Our secondary research gave us a strong grasp of general information understanding what
about our target audiences. We evaluated the secondary research is the interest of the
to develop a primary research program. We distributed 80 surveys, individual.”
hosted one focus group and conducted five professional interviews - Jeremy Bentham
to further investigate our target audiences' unique attitudes and (Philosopher 1748-
personal interests in regard to the Census, as well as what communi- 1832)
cation channels would be most effective for the campaign.
Chapman University: A survey of 54 Chapman students concluded that 89% of students
were aware of the existence of the Census; but 20% believed it was the responsibility of
parents to complete the survey. We began to develop a plan that focused on the idea of
empowering students to participate in the Census themselves. Because 94% of students
read news online, we devoted a great deal of energy to the social media websites to
connect to Chapman students. 63% of students identified tuition and loans as a number
one cause of concern, followed by hiring opportunities and an improved quality of life. This
helped us to create posters and materials that pinpointed what issues would resonate with
students. Our theories were further supported by an interview with Ted Nguyen, Orange
County social media expert, “The best way to reach students is to empower them to take
advantage of opportunities.” Jerry Amante, Mayor of Tustin, Orange County, Calif. informed
us that: “It is important for students to get involved in the Census.”
Santa Ana College (SAC): A focus group of eight members of SAC Associated Student Gov-
ernment (ASG) informed us that students are not interested in government matters.
National campaigns such as “Rock the Vote” have failed multiple times. However, anything
that promotes financial support yields student attention. ASG president, Alex Flores, said:
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“Students are afraid to get involved with the Census because they have illegal parents at
home.” We created Spanish brochures specifically targeted at students, to encourage them
to educate parents about the confidentiality of the Census. ASG director of student activi-
ties, Annabel Vargas, stated: “Anything with music and free food will get the students go-
ing.” During this focus group we also learned that SAC’s student government is the most
influential on campus organization. Richard Santana, ASG Vice President suggested, “If we
could find somebody famous to tell the students to do it, they would do it”. Our team used
this knowledge to seek out the support of Miss California Latina. Our team held an
information booth for three hours to inform students about the Census; however, not a
single student was fully aware of the Census’ benefits. 91% of students surveyed identified
tuition and loans as a number one cause of concern, followed by hospitals, childcare and an
improved quality of life. “Santa Ana students are really busy,” said Bulmaro Rivera, Census
Bureau Partnership specialist. “They come by, ask about a job and leave. They want to be
hired”. With this knowledge we invited a Census job specialist to attend our event and speak
about the job opportunities Census offers.
Santa Ana Community: A survey of 35 Santa Ana residents riding public transportation,
shopping at welfare marts and thrift stores concluded that 86% were aware of the existence
of the Census; but 14% believed the Census to be a way for the government to misuse
personal information. A majority (91%) of residents surveyed identified education as a
number one Census related concern, followed by hospitals, childcare and an improved
quality of life. Our survey taught us that more than half of the Santa Ana residents trust the
information of friends and family more than media. We concluded that contacting
individuals and engaging in intimate discussion would be more effective than broadcasting
our message for the general public. An interview with Cynthia Pena, from Census Bureau
Partnership taught us, “the growing Santa Ana population needs to know that Census data
is protected”. When our interviews exposed that 40% of Santa Ana residents are only
educated up to high school level, we knew that our campaign needed to be done in a
casual, informal and conversational manner.
VIP Guest List! - Target Audiences
Chapman University Santa Ana College (SAC) City of Santa Ana, Calif.
Student population Student population Latino population
(Single unattached mobiles) (Single unattached mobiles) (Ethnic Enclave I and II)
During the 2008-09 academic One semester of tuition costs Santa Ana is ranked seventh
year, the cost of on-campus approximately $808, and 83% of stu- among the top ten cities in the
living and tuition for a dents receive some type of financial United States with 100,000 or
Chapman undergraduate aid, scholarship or grant. In recent more Latino residents and
student was approximately years, budget cuts have forced SAC to approximately 80% of the city’s
$47,000 per year, with 85 % cut back on classes and eliminate an residents do not speak English
of students as scholarships or entire winter intersession. Because of as their primary language at
other financial aid recipients. these cutbacks, we believed that SAC home. The U.S. Census Bureau
students would have an interest in notes that Latinos have typi-
the Census, and become cally been difficult to engage in
motivated with the data’s effect on Census participation because
their education, community and they fear deportation and are
future job opportunities. uninformed.
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Cake or Ice Cream? - Challenges & Opporunities
Santa Ana College
Challenges: SAC is a large campus
(32,000), social media has proved to
be an ineffective communication tool
Chapman University in the past and has a widely Spanish
Challenges: Students have dispersed speaking audience.
living situations, are unaware of individual Opportunities: We can influence more
responsibility to complete a Census form, people to participate in the Census,
unresponsive to an event initiated by the utilize word-of-mouth marketing and
government and believe their individual encourage students to be liaisons
participation does not make a difference. between our team and the Latino
Opportunities: We can utilize social media, community.
collaborate with an on-campus leader to
educate students, develop a fun and exciting
theme and celebrate the Census throughout
City of Santa Ana
Challenges: We face a language and
February 2010 as well as appeal to students’
translation barrier, anti-Census groups
desire to stand up for oneself and
and general fear of information dis-
participate in a historical event
closure and confusions about how to
fill out a Census form.
Opportunities: We can communicate
messages to children who can then
relay the information to their parents,
appeal to families using a trusted
community leader as a spokesperson
and collaborate with local businesses
to distribute informational material.
Party Theme!
We elected a celebration theme because we wanted to position the Census as a positive,
fun, and empowering event for each of our target audiences. The theme lacks the weighty
and intimidating perceptions of those attached to government initiatives. We created a
red balloon logo as a tangible image that symbolizes the voice of the individual, and is
representative of a party. As an emblem of self-empowerment, it climbs high into the air
and makes a presence against the grandeur of a blue sky. Similarly, each resident in the
United States may feel insignificant in the ultimate Census count; however, like the red
balloon, every one person makes a presence and a difference. The red, white and blue
color scheme is patriotic and epitomizes the purpose of the Census—to count each
American citizen. Aside from patriotism, the color red is an already established Census
color, and is also an element at Chapman (Cardinal and Grey) and Santa Ana College (Red
and Black). Therefore, the branding of the color red links our campaign to the American
flag, both schools’ colors, and to the real Census 2010 campaign, making it universal and
recognizable among the community.
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Party Favors! - Key Messages
Chapman: Celebrate the opportunity to participate in this historical event as
independents to improve grants, loans and job opportunities.
Santa Ana College: Celebrate the opportunity to improve Pell Grants, Free
Application for Federal Student Aid (FAFSA), reduce class size, accommodate faculty,
bring back winter Inter-session and increase job opportunities.
Santa Ana: Celebrate the opportunity to help our city earn its share of
funding for hospitals, schools, job opportunities and community projects.
You’re Invited! - Goal, Objectives & Tactics
Goal: To Inform, Educate and Celebrate the United States Census 2010 at
Chapman University, Santa Ana College and the City of Santa Ana, Calif.
Objective 1 Rationale: Students are most responsive to faces that
they recognize; therefore, instead of displaying pictures of
To expand awareness of
the Census and encourage Census Bureau workers holding fact sheets, we will use
the commitment of at least Chapman students as our own advocates and endorsers. By
100 Chapman students to emphasizing the Census’ effect on federal aid packages, our
participate in the Census team will stimulate the student body to participate.
during February 2010.
Strategy 1: Create a unique theme that is eye-catching, understandable, and memorable.
Tactic 1: Develop “Celebrate Census 2010” as a campain theme.
Tactic 2: Use a red balloon as an iconic image throughout the campaign.
Tactic 3: Create the slogan, “Follow the Red Balloon,” to encourage students to look for and
recognize fliers, news and events about the campaign.
Tactic 4: Place the Celebrate Census 2010 logo on basketball “game day” fliers to hand out to
fans and make public announcements about the campaign during time-outs.
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Strategy 2: Create a minimum of two social media tools.
Tactic 1: Create a Facebook fan page: “CelebrateCensus2010”.
Tactic 2: Create a Twitter account: “@MyRedBalloon”.
Tactic 3: Post videos and interviews on YouTube: “MyRedBalloon videos”.
Tactic 4: Blog about Census facts and events: MyRedBalloon.blogspot.com.
Strategy 3: Create at least two forms of collateral materials to decorate the campus
as a month-long celebration while educating students about the Census.
Tactic 1: Create fliers and posters with Census facts.
Tactic 2: Tie physical red balloons on fences, trees, lampposts, benches and trashcans.
Tactic 3: Chalk pictures of balloons and the twitter account on walkways in heavily
trafficked areas.
Strategy 4: Inform students that participation in Census 2010 directly affects student
loans, financial aid, grants and job recruitment.
Tactic 1: Update daily Census updates/facts to Facebook and twitter.
Tactic 2: Collaborate with at least two student organizations to implement a minimum of
one informational on-campus booth in a high-traffic area from 11 a.m. to 1 p.m.
to hand out promotional materials.
Tactic 3: Put Census facts on candy to give out at basketball games.
Tactic 4: “Dorm storm”—place fliers under all doors in at least 1 residence hall.
Tactic 5: Place “invites” on car dashboards in the parking structure that inform students
of our upcoming Chapman event.
Tactic 6: Interest at least one media outlet in covering the campaign.
Strategy 5: Position the Census as an exciting event in which students want to
participate.
Tactic 1: Take photos of students holding signs that say, “I RSVP to participate in the U.S.
Census 2010” and post on Facebook.
Tactic 2: Use key messages: “Shortest ballot in U.S. history…10 questions, 10 minutes
Gives each student a voice.”
Tactic 3: Write songs about the Census as well as record a music video and perform live
on campus. The songs will incorporate Census facts, unite with our party
theme and explain the significance of the red balloon icon. This form of
guerilla marketing will entice students to listen and absorb the
information on a cerebral and subconscious level. The song will be
matched with illustrations and photos from our information booths and
stream on YouTube, Facebook and Twitter.
Tactic 4: Host a balloon release to signify each student’s RSVP to participate in the Census
and that every person matters.
Tactic 5: Find a distinguished and recognizable spokesperson to further our messages.
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Rationale: After conducting a focus group with Santa
Ana Associated Student Government (ASG), the biggest
Objective 2 concern of the students is money. Many students support
themselves and/or take care of family members. “Put up
To collaborate with at least
a sign that says, ‘free,’ or ‘save money,’ and students will
one student organization at
come,” said Alex Flores, ASG vice president of Santa Ana.
Santa Ana College (SAC) in
Students also display a high amount of pride and a
order to inform and receive
hard-working character. In recent years budget cuts have
a commitment from at
forced SAC to cut back on classes, and eliminate an entire
least 100 students during
winter intersession. After discussing the categories of most
February 2010.
interest and events that students are most responsive to,
we emphasized these components in our campaign—saving
money, free items, live performances, music and food. We
crafted our campaign to serve the concerns and characteris-
tics of this demographic given to us through research.
Strategy 1: Inform students that participation in Census 2010 directly affects Pell
Grants, FAFSA, class sizes, tuition and job recruitment.
Tactic 1: Collaborate with student organizations to distribute facts and statistics.
Tactic 2: Work with one local political figure to arrange a Census forum or speak on behalf
of the U.S. Census.
Strategy 2: Educate students about who is responsible for filling out the survey.
Tactic 1: Set up a Welcome Back Booth with informational materials.
Tactic 2: Create a creative logo and message to attract students who are walking by in
between classes.
Strategy 3: Instruct students on how to correctly fill out the Census form.
Tactic 1: Collaborate with student organizations to educate the Associated Student
Government (ASG).
Tactic 2: Have a Spanish copy of all collateral material.
Strategy 4: Ensure students that the Census is not something to fear.
Tactic 1: Insure students that all information is kept confidential by law.
Tactic 2: The survey is quick and easy—“10 questions, 10 minutes”.
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Rationale: According to the Census 2010 Toolkit for
Objective 3 reaching Latinos, it is difficult to receive participation from
this demographic because some Latinos do not read or
To identify key challenges speak English. Additionally, they do not see the benefits of
among the Latino participating and fear that a government agency will use
community in Santa Ana, their personal information against them. Therefore, our
Calif. in order to eradicate team made it our mission to remedy these fears and bridge
fear and prompt partici- the language gap. According to our surveys, only 20 % of
pation from at least 100 Santa Ana citizens were aware that participation in the Cen-
Latino residents during sus would help raise money for the community. The three
February 2010. most important concerns were schools, hospitals and child-
care. If the Census can be represented and understood from
a child’s perspective, then it will translate to adults. Two
studies show that three year-old children have the ability to
recognize brand logos (Fischer, 1991), and the influence of
brand loyalty can begin at age two (McNeal, 1992).
Strategy 1: Assure residents that participation in Census 2010 is safe, confidential and
information is not shared with CIA, immigration, or any other government
agency.
Tactic 1: Collaborate with the “Complete Count Committee of Santa Ana” to distribute
informational materials outside of the Welfare office, schools, thrift stores and
markets.
Tactic 2: Position the Census as a “snapshot” of the United States, meaning that it has little
to do with citizenship, but is more concerned about the exact number of people in
the United States on April 1, 2010.
Tactic 3: Emphasize the legal boundaries of the Census Bureau workers and the
ramifications of exploited information.
Strategy 2: Educate residents about the impact that the Census has on schools,
hospitals and family finances.
Tactic 1: To collaborate with at least one local “celebrity” or spokesperson to increase
interest, gain attention and generate buzz about the Census.
Tactic 2: Appear at the Orange County Transportation Authority (OCTA) transit forum to
educate influential people and allow them to carry on the message.
Strategy 3: Educate children about the Census who will then relay information to their
parents—when and where the Census forms will arrive and how they
should be filled out.
Tactic 1: Create a children’s book that depicts the Census through the eyes of a first grader.
Tactic 2: Partner with Liberia Martinez—the largest Latino bookstore in the nation—and
hold a book reading, craft workshop and information session for parents and children.
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After Party! - Evaluation
Objective 1: To expand awareness of the Census and encourage the commitment of at least 100 Chapman
students to participate in the Census during February 2010.
Outcome: Confetti Finale!
Throughout our celebration, we acquired a following of 537 guests through social media, face-to-face conversation
and event attendees. Additionally, we distributed over 600 fact sheets, event invitations and brochures that
encouraged participation in the Census. Overall, our celebration affected over 1,000 Chapman Students, 25 % of
the student body, which exceed our goal by 900 guests. According to our survey results alone, we increased
Census awareness by 62 %. The Celebrate Census 2010 Facebook fan page acquired 248 fans and 104 photo RSVPs
to participate in the Census. We received 85 followers on Twitter and 189 tweets. Two hundred FAQ fliers were
given to students and 100 balloons were released by students and faculty to signify each RSVP to participate. Our
on-campus event motivated 100 students to fill out surveys, which generated the following results:
Question Yes No
1. Prior to stopping at our event, were you aware of the upcoming 2010 Census?..................79 21
2. Prior to stopping at our event, did you know that it is required by law that you
fill out your Census form?......................................................................................................34 66
3. Now that you have attended our event, do you think the Census is important
to you, as a college student?..................................................................................................95 5
4. Now that you are aware, will you fill out your 2010 Census form and encourage
others to do it too?.................................................................................................................96 4
Objective 2: To collaborate with at least one student organization at Santa Ana College (SAC) in order to
inform and receive a commitment from at least 100 students during February 2010.
Outcome: Confetti Finale!
Our team distributed fliers and handouts to 200 students and faculty during SAC’s welcome back week. We
positioned our booth in a high trafficked area on campus for two hours to receive the maximum amount of
impressions. Music and live performances influenced guests to take fact sheets, dance, and celebrate their impor-
tance in the Census. In conversation with students, we instilled Census knowledge and encouraged students to
relay information to their friends and families. Associated Student Government President Alex Flores and his fellow
affiliates proactively spread awareness to the 32,000 student population through classroom announcements, fliers
and intercom broadcasts. During our final celebration on Feb. 25, 2010, 30 guests gave their photo RSVPs,
including Miss California Latina, associated student government leaders and U.S. Census Bureau representatives.
Our event generated interested about the Census and positive shift in attitudes regarding participation.
Objective 3: To identify key challenges among the Latino community in Santa Ana, Calif. in order to eradicate
fear and prompt participation from at least 100 Latino residents during February 2010.
Outcome: Confetti Finale!
Nine guests at the transit forum RSVP’d to participate in video clips that were posted to our Twitter account.
This included the Mayor of Tustin, (Jerry Amante) and Ted Nguyen (OCTA). One Hundred bilingual brochures and
FAQ handouts were given to residents of the City of Santa Ana. The bookstore celebration attracted 12 children
and five parent guests. Prior to the book reading, one out of 10 Census-related questions were answered correctly.
Children were engaged in art and literature and by the end of the party all guests were able to answer all 10
questions correctly. Additionally, they agreed to encourage their family members and friends that participation in
the Census is vital to the community. We were able to simplify the idea of the Census in a way that was intriguing
to children and generated human interest. Throughout our celebration in the Latino community, we found that
face-to-face communication was the most effective way of persuasion. Guests asked questions and were inspired
to learn more information.
Celebrate Census 2010 was built upon personal engagement, communication, and individual
empowerment. The energy of each event generated overwhelming responses from the community. We
received outstanding statistics; however the human satisfaction and individual expressions that we
experienced were immeasurable. Because of our campiagn, we affected a total of 3,414 people who can
make a large significance in the Census 2010. 10